Mommy's MAG Life: SM Cinema

Sensory-friendly screening of "Firefly" shines a light on inclusion

Alessandra de Rossi 1/25/2025 02:56:00 PM

In celebration of National Autism Consciousness Week, SM Cares, SM Cinema, Autism Society Philippines (ASP), and GMA Pictures partnered to host a successful sensory-friendly screening of the award-winning film "Firefly" on January 17, 2025. Over 2,000 participants across 10 SM malls, including children on the autism spectrum and their families, enjoyed a heartwarming and inclusive movie experience.

"Tuwing pumapasok kami sa mga SM malls, damang-dama namin acceptance, accomodation, and appreciation. It is the norm here," said Autism Society Philippines (ASP) Chair Emerita Dang Uy Koe.

A child on the autism spectrum shares a smile with their loved one during the sensory-friendly screening of "Firefly" at SM Southmall.

SM Cares, SM Cinema, Autism Society Philippines, and GMA Pictures join forces to bring a sensory-friendly screening of "Firefly" to children on the autism spectrum and their families at SM North EDSA Cinema.

“Firefly” stars Alessandra De Rossi (right) and Euwenn Mikaell (left) grace the sensory-friendly screening at SM North EDSA Cinema. Creating a welcoming space

The "Lights Up, Sounds Down" event went beyond entertainment. By adjusting lights and volume, creating a relaxed atmosphere, and allowing for movement and vocalizations, the screening catered to the specific needs of attendees on the autism spectrum. This empowered them to enjoy the movie at their own pace and comfort level.

Autism Society Philippines (ASP) National Spokesperson Mona Magno-Veluz shares a message in a video celebrating National Autism Consciousness Week.

A heartwarming moment captured at the sensory-friendly screening of 'Firefly' at SM City Olongapo Central, where families enjoyed a welcoming and inclusive movie experience.

"At SM Supermalls, we firmly believe that creating spaces where every individual feels valued, respected, and included is a responsibility we hold dearly. This is a way of life here," said SM Cares Program Director for Disability Affairs Engr. Bien Mateo.

The guests experience the magic of "Firefly" at the sensory-friendly screening in SM City Telabastagan, Pampanga.

An invited guest is captivated by the sensory-friendly screening at SM City Marikina.

A boy enjoys the special screening and shows respect and gratitude with a traditional 'mano po' at SM City Cebu.

Ongoing commitment

Positive feedback from families echoed the event's success. Many expressed appreciation for the inclusive environment, highlighting the joy and comfort it provided. This powerful experience underscores the importance of catering to the autism community's needs.

SM Cares: Championing inclusion

A commitment to inclusivity requires ongoing effort. SM demonstrates this by investing in employee training programs to better support individuals on the autism spectrum and their families. Additionally, SM Cinema prioritizes accessibility features within their theaters, creating a welcoming environment for all guests.

SM Cares is the Corporate Social Responsibility arm of SM Prime Holdings, with programs that support communities, promote social inclusion, and care for the environment. Aside from the program on Persons with Disabilities (PWDs), its advocacies include Programs for the Environment, Women and Breastfeeding Mothers, Children and Youth, Senior Citizens, and the SM Bike-friendly initiative.

To learn more, visit www.smsupermalls.com/smcares.

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THE BARBIEHEIMER FEVER IS ON!

Barbie 7/18/2023 12:57:00 PM

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WORLD CLASS CINEMATIC EXPERIENCE AT SM CINEMA , SM CITY CEBU

Cinema 6/29/2023 05:27:00 PM

During the official opening of a new Cinematic experience, Actress Julia Barretto joins the grand launching of SM Cinema Cebu. Joining her in the photo are SM Cinema's Vice President of Corporate Marketing, Ruby Ann Reyes, Vice President for Mall Operations in Visayas, Michelle Leslie Llaños, and Regional Operations Manager, Ana Kristin Therese M. Seno.

Upgraded and comfortable seats, a wider screen and clearer view, advanced and precised sound system, mouth-watering snacks, and a fresh new vibe awaits you and movie friends at the all-new SM Cinema which opened its doors to Cebuano moviegoers at SM City Cebu last June 21. Guests were delighted with fun activities and lots of exciting prizes. The re-opening made it more entertaining with cosplayers and star-studded celebrities.

Cozy up at the Director’s Club lounge where you can stay and unwind as SM Cinema’s friendly staff prepare your very own exclusive watch party.

4 REGULAR CINEMAS WITH FIRST-CLASS SEATS, SOUNDS AND SCREEN

Elite cinematic experience awaits you at SM Cinema Director’s Club at SM City Cebu. This spacious cinema offers movie screens equipped with world-class technology for the best quality of film projection and sounds.

Equipped with spacious Opus fixed seats with cushioned headrest, soft foam backrest, and a bigger legroom, the four newly opened cinemas can now cater up to 512 viewers, with each having a capacity of 125 guests with 3 designated seats for persons in wheelchairs. Its Dolby 7.1 surround sound system makes a powerful audio encounter that can put you into the real action. Its state-of-the-art Laser Projector display a spectacle of colors giving a precise and superb cinematic experience.

SM City Cebu recently opened two Director’s Club to cater the increasing demand for Cebuanos to experience A-list exclusive watch parties for their family and friends.

Exclusive watch parties for at SM Cinema Director’s Club

Director’s Club recliner seats are soft and spacious with side tables for refreshments from Snack Time’s specialized menu served by SM Cinema’s friendly butler service which is just one call way with just a click of a button on each side of the seats.

Last month, SM Cinema at SM City Cebu opened two Directors Club to the public which offers an A-List experience for moviegoers starting with an aesthetic exclusive lobby with friendly staff welcoming guests. Extraordinary comfort awaits moviegoers, seating them on a total of 96 premium soft recliner seats with spacious side tables for food & drinks, and specialized menu with a butler service through a service buzzer on each seat. Here, movie screens are equipped with Laser Projector, a cutting-edge technology that offers the highest quality of image, and Dolby Atmos for a more advanced sound system.

SM Cinema recently opened four 2d Cinemas at SM City Cebu which can cater 126 viewers each with 3 friendly spaces for persons on wheelchair.

Immerse yourself at every scene with SM Cinema IMAX

These seats are even more comfortable with its soft head and back rest made from quality cushion for a more relaxing movie experience.

SM Cinema at SM City Cebu also offers the fun and exciting IMAX movie experience that can seat up to 394 moviegoers. Get closer to the action with a wider view of crystal-clear images from the scenes of your favorite movies and the thrill from the crisp sound with perfectly tuned audio of IMAX Precision Sound. Feeling like you are part of the scene is always better as IMAX takes you to the world of adventures, fully immersing the audience at every scene.

The new 2D SM Cinema in SM City Cebu offers a more vivid film watching with its cutting-edge laser projection system, making every movie scene feel nearer and clear.

Being the country’s leader in movie entertainment, SM Cinema offers the best experience with its Regular Cinema, IMAX Cinema and Director’s Club for your family to better enjoy movie adventures with its state-of-the-art movie screens, precision sounds and comfortable seats. Watching movies has never been better with SM Cinema at SM City Cebu.

Special offers and promotions

Wait in style at the SM Cinema lobby where you can relax and eat snacks from Snack Time before watching your favorite movie.

Great deals are waiting for you at SM Cinema, a super treat for a superhero movie experience! Enjoy your free popcorn, nuggets and bottled water for every purchase of The Flash Ticket. Keep an eye out for special discounts and deals that can make your cinema experience even more memorable and fun. To know more about SM Cinemas’ promos, deals, and exciting activities, visit www.smcinema.com or visit SMCinema on social media. Book your tickets now to experience the new thrill at the all-new SM Cinema at SM City Cebu.

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